Fiat Ditches Grey and Dunks CEO into a World of Colour

Fiat says goodbye to grey and invites you to discover its new world in colour: in Leo Burnett’s activation stars Olivier Francois, FIAT CEO, on board the new Fiat 600e.

It’s the cheerful and vibrant colours that best represent Italy and Italianness, not grey. And that is precisely why Fiat will stop using grey for all its cars.

A revolutionary choice that was accompanied by an equally innovative and courageous communication idea. For the occasion, Leo Burnett has in fact created a never-before activation starring Olivier Francois, FIAT CEO and global chief marketing officer of Stellantis.

In this spectacular stunt, a grey Fiat 600 with Olivier Francois behind the wheel, was lifted 15 metres high in the very colourful village of Lerici (Liguria). The car was then slowly lowered into a huge canister full of orange paint. The original grey disappeared.

The brand’s CEO dived into colour inviting everyone to discovered Fiat’s new coloured world under the banner of 'ITALIA. LA TERRA DEI COLORI. FIAT. IL MARCHIO DEI COLORI'. (ITALY. LAND OF COLOUR. FIAT. BRAND OF COLOURS.)

The video was aired on all social channels on 26th June in all main European markets while, a few days before, on 21st June, the teaser video was launched: